COMPETITIVE LANDSCAPE
The highly fragmented rice landscape allows the noodles and pasta player Nestlé to lead overall
Nestlé India (Maggi brand) remained the leading player in retail value share terms in 2025, despite insignificance in the dominant category, rice. The player was a strong and clear leader of noodles, while also leading the more fragmented category of pasta.
New-age brands add dynamism to the competitive landscape of instant noodles
The competitive landscape of instant noodles became increasingly dynamic in India in 2025, marked by the intensifying rivalry between established legacy brands and agile new-age brands. Nestlé India retained a clear lead with one half of retail value sales in 2025, driven by strong brand recall for its Maggi brand and extensive distribution reach across urban and rural areas.
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Overview:
Understand the latest market trends and future growth opportunities for the Rice, Pasta and Noodles industry in India with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Rice, Pasta and Noodles industry in India, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Rice, Pasta and Noodles in India report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Rice, Pasta and Noodles in India?
- Which are the leading brands in Rice, Pasta and Noodles in India?
- How are products distributed in Rice, Pasta and Noodles in India?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Rice, Pasta and Noodles?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in India?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Rice, Pasta and Noodles in India - Category analysis
KEY DATA FINDINGS
Rice, pasta and noodles continue to develop and grow fast in India
Rice benefits from established consumption habits and cultural preferences
Noodles and pasta benefit from convenient snacking needs
Evolving consumer lifestyles and competition to provide push-pull factors for pasta and noodles
Rice poised for robust demand, with health and wellness supporting premiumisation
Distribution and government regulation to help shape category development
The highly fragmented rice landscape allows the noodles and pasta player Nestlé to lead overall
New-age brands add dynamism to the competitive landscape of instant noodles
Small pack sizes add dynamism to the offer in small local grocers
Modern retailers increasingly influence the demand for premium variants
Staple Foods in India - Industry Overview
Rice remains central to staple foods’ performance
KEY DATA FINDINGS
Convenience is a consumption driver
Consumers look for nutritional value
Pursuit of wellness covers a myriad of aspects in staple foods
Further fast retail value growth projected for staple foods
Modern channels to increase the pressure on small local grocers
Government regulations to improve transparency and affordability
The competitive landscape remains highly fragmented
Health consciousness increases the focus on brands offering quality, transparency and minimal processing
Small local grocers enjoy unmatched last-mile connectivity
Large modern grocery retailers and e-commerce increase their weight in staple foods distribution
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Rice, Pasta and Noodles
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- Chilled Noodles
- Frozen Noodles
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- Instant Noodle Cups
- Instant Noodle Pouches
- Plain Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
Rice, Pasta and Noodles
This is the aggregation of rice, noodles and pasta. Includes: Pre-packaged noodles. Excludes: Any noodles, pasta or rice bought loose, bulk and/or unpackaged. Excludes: Any noodle-based ready meals, which would be tracked under ready meals.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Rice, Pasta and Noodles research and analysis database.
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